Recent studies show us that women today wash their hair less than three times a week for the first time in a decade. This practice is more commonly referred to as the no poo method. According to a study, this lack of washing has led to women buying less shampoo.
Instead more women than ever are buying spray-on dry shampoo, with brands like Batiste booming in popularity. Research by shampoo brand Herbal Essences recently revealed that over 25 percent of women are now using dry shampoo to refresh their locks without washing.
However, to battle the no poo movement, and to get women washing their hair in water more often, shampoo makers have launched new ranges designed to encourage more regular washing, experts at Kantar said.
For example, L’Oreal recently launched two low sulfate shampoos, one of which is designed to avoid stripping the color out of dyed hair. The other one contains oils for maintaining long hair.
Lauren Feltham, a beauty expert at Kantar Worldpanel, said, “Products like L’Oreal’s low sulfate shampoos are designed to capitalize on the long hair trend. The trend is towards washing hair less often, but shampoo makers still need people to be washing it.”
Hairstylist Anna Cofone argued that less frequent hair washing is good for hair health. She said, “Our hair loves the oils that are produced naturally by the scalp; they help to keep hair moisturized and healthy. Ideally, you should go for three or four days between washes.”